Visa takes an integrated approach for ‘Tap to Pay’ messaging

Isobar India collaborated with Visa to launch the ‘Tap to pay with Visa. Just like that.’ campaign.

The campaign intends to promote contactless everyday payments in India. Isobar conceptualized and built the ‘Just like that.’ platform across TV, digital, OOH and print and spearheaded the campaign’s ingenious TVC.

Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia – Visa said, “The campaign, ‘Tap to pay with Visa. Just like that.’ is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think. Visa data shows that the lion’s share of face-to-face transactions, about 87%, are of below INR 2000, also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”

On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team who have been able to transcend mediums to deliver this project.”

Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India states, “The brief was pretty simple: ‘How can we drive the practice of Visa’s contactless card for everyday spends?’ When we dug deep into the ask, we realized that it’s a complete behaviour change – from dipping to tapping of the card. We looked for a lingo which millennials can relate to and a behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like Odishi or Bharatnatyam, or even playing an instrument like the Tabla or a Cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around – the cultural insight of tapping, and narrated it as ‘Tap to Pay with Visa. Just Like That.’ which is relatable, authentic and captures the brand’s unbound spirit.”

The TVC focuses on situations that depict the way a person taps in everyday life – like an Odissi dancer tapping her feet; tapping a spatula while cooking; double tapping to ‘Like’ something on social media, or children tapping their feet while playing hopscotch in the streets. It then goes on to show how to make a payment with a Visa contactless card by simply tapping on a payment terminal. It draws from the local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, just like that.